What Happened to Sitka?

[texag10]

I seem to remember a euro-only sitka pattern that looks like the new one. I think one shot gear had a big sale on it several years back.

 

[ScreamingPotato]

I seem to remember a euro-only sitka pattern that looks like the new one. I think one shot gear had a big sale on it several years back.

Wasn't it called Optifade Forest or something like that? It was a dark green base?

edit: Optifade Ground Forest.

 

[savetherobots]

My only hope: Sitka's new leadership and bean-counters listen to John Barklow, and let him do what he's best at.

100% ^^this

 

[NJStricker]

It looks like Sitka is going the retail clothing route. I’m seeing ads for a store opening here in Ohio.

 

[whaack]

My guess is a number of challenges at Sitka. Increasing competition from KUIU and FL. Sitka is moving to a DTC model would be my guess.

 

[Fins_N_Tines]

I just posted this in the other Thread (Sitka Drama), but is probably more relevant here:

I have a feeling Sitka will have some new and also some updated designs this spring. I just saw a couple pics of Cole Kramer wearing some sitka pants that had knee pads on the outside of the pant similar to what KUIU has. Also saw what looked like the Timberline pant with hip vents.

I wear all the brand, but I have a feeling Sitka isn't going anywhere and as long as Barklow is there they will remain top of the heap for Western hunting.

 

[junitas03]

That all sounds spot-on for a company that is under significant new financial pressure—make some big changes in leadership, realign assortment, etc. Ime “be more profitable” by itself usually comes slower, when stuff happens fast its usually the result of a metaphorical house fire. Sounds like you have some inside scoop…do you have a sense of what exactly the pressure is that is leading to these changes all at once? My theory was the pfas legislation in the EU and CA had a lot to do with it, with the membrane fabrics that are a huge part of gore’s overall business going away for large sectors driving a relatively sudden need to reinvent their assortment plus possibly other changes. The consolidation of retail vs direct to consumer and how that affects margins, planning and inventory risk is another factor. Any insight on what is behind the changes you outlined?

I believe the driving changes are due to increased focus and pressure to make Direct to Consumer / Ecommerce more successful than Wholesale.

It's easier to manage, more margin rich. And, it's easier for the brand to control pricing, test new pricing and streamline operations. And, ultimately make more money.

Though in the past 6 months, Sitka has opened quite a few retail stores - so, this leads me to believe it's pivoting entirely (or as best it can) to be a Direct to Consumer brand owning and operating all of it's point of retail distribution. It's certainly a path to more profitability.

There's a reason lululemon is worth $44Billion - they own and operate ALL (>90%) of their retail distribution. And, in the 3rd quarter of last year generated $123M in free cash. Consistently sitting on $1.5 - $2B in free cash. Which is f*cking wild - an apparel company has free cash equivalent to a pharmaceutical company.

Anyways, I digress - my best guess is it's trying to go 100% direct to consumer by the end of 2026. I'll know more after the next few months when I start visiting stores for work and get more inside scoops.

On a separate note, I ordered a hat, dog collar and sale jacket from Sitka 2 weeks ago and it still hasn't shipped. If they are actually going 100% direct to consumer, they need to fix their truly awful customer service, shipping and operations. LOL

 

[CMF]

They're busy working on a new line of hats. Not sure why these are popping up in my fb ads, lol.

 

[Daubsnu1]

Interesting thread for sure. Kiddos got me Cabela's / BPS gift card and I really wanted to get some Sitka gear. Have their Gradient wader pants and Mountain pants really love them. Buddy's son is a Sikta pro-staff (or whatever they call it) and can get some good discounts. He's outfitted head to toe. Brother and nephew have Hudson jacket, base layers, heavyweight hoodies, merino, etc.

So I went on a quest to find some base, mid-layer, & shell layers. Here was my experience:

• My local BPS and Cabela's don't carry crap for Sitka gear. Very limited colors and sizes, and no solid colors to speak of.
• Local Scheels has much better stock on hand...and I got to try on quite a few different products and sizes.
• It seems my body style/shape just doesn't fit well with Sitka. I'm a hair under 6ft., 218lbs, 38 waist, 31 inseam. Arms are a little long. Sitka's size large is a tad too tight. I swim in the XL, especially around the midsection. I really, REALLY wanted to like the Hudson and Jetstream, but they were just not fitting right.
• I then ordered up a few Heavyweight hoodies, base layers and gloves from Sitka's web site to see if they might fit better. Nope.
• Found their website clunky and challenging to manage for exchange / returns.
• When I finally decided to return all the Sitka, it took quite a while to process my refund.
• Disappointing for sure.

I really hope Sitka figures things out.